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One-Second Once-Over: MENSGROOM Q&A

Posted: March 5, 2008

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GCI: Which is your personal favorite groomed male celebrity, and why?

Cherry Robinson: George [Clooney] is somewhat of a guilty pleasure of mine, and Jon Bon Jovi—for his hair, but coming from a female’s perspective, my answers will be different…. In the study, after the number one choice for best groomed male celebrity, George Clooney, the second answer for most people was "I don’t know." But men will talk about products. [For them], it’s a sense of discovery. Think of the same thing with electronics…. If you can reduce the embarrassment, you can reduce the trial…. Men [told us], “Why don’t brands have more fun?” They want to be entertained and engaged when they shop. This is why MENSGROOM has that tone. That’s why we have Washroom Guy. He’s someone men can relate to. Each product has an individual cartoon on it to reinforce what the product is about.

GCI: What is the key to balancing your business and personal lives?

Cherry Robinson: There are two things that have always stuck with me. When you find your joy, it provides you with balance. When you’re lucky enough to find your passion, it makes it [work] easier. My grandfather said, “Cherry, the most interesting people in the world are the people who are interested [curious].” It’s always stuck with me.

GCI: What have been the milestones thus far in your career?

Cherry Robinson: I’ve been fortunate. I worked in a store that sold personal care and beauty products when I was getting my business and marketing degrees…. [Robinson’s career then jumped from working in travel retail to duty-free sales to working in Central America]. Then I worked for Gerd [Schwarzkopf] in product development. Our company used to be called Schwarzkopf until it was sold to Henkel. Then we started PHCP Inc. We do contract manufacturing for international businesses, and MENSGROOM is our first brand.

GCI: What are projects on your roster now, and what are your future professional goals?

Cherry Robinson: We’re going to expand more into international markets. We’re in the U.K. now and then we’ll [branch into] Spain, Puerto Rico… America, Canada, etc.

GCI: Where can people purchase your products?